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Pixi Continues to Sparkle at Retail

Petra Strand's makeup line Pixi continues to expand on both sides of the Atlantic.

Makeup artist and product creator Petra Strand has built a robust indie beauty brand business with her Pixi by Petra line not only on both sides of the pond, but also in two diverse channels.

Her latest U.S. debut, Glow Tonic, is a perfect example. Sixteen years in the making, the toner, which is said to exfoliate and brighten skin, built a strong following fueled by bloggers in Strand’s London flagship. Starting August 30, Glow Tonic will be available in the U.S. exclusively at Target, retailing for $15 for a 3.4-ounce bottle. Glow Tonic joins the current stock keeping units sold in the Pixi by Petra planogram.

Infused with 5 percent glycolic acid, as well as ginseng, and aloe vera, Glow Tonic removes dead skin cells and soothes, heals and revitalizes, said Strand.

Pixi by Petra was one of three exclusive lines launched in Target seven years ago along with Jemma Kidd and Napoleon Perdis. Pixi is the only remaining of that trio, and along with the makeup artist brand Sonia Kashuk, is among the strongest proprietary lines in mass retailing.

Strand introduced two skin-care stockkeeping units this past spring, Glow Mist and Makeup Fixing Mist. Next up: the entrepreneur is building off of the success of Glow Tonic with a new line called Skintreats. More than 15 skus under that banner are set to debut at Marks & Spencer in London in September. Pixi by Petra will also debut on QVC U.K. on September 9.

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Strand founded Pixi over 16 years ago with the simple philosophy to make every woman’s daily beauty routine effortless with flaw-fixing products. “I create products to address issues like dull skin, dry lips and under eye darkness,” she said. Her window display at her store opening in 1999 summed up her approach. It said: I just want to look like I have had a good night’s sleep.